Hey, I'm Lia.

No playbook?
I'll build one.

Brand growth and go-to-market. Walking into blank slates and turning them into revenue.

See the work More about me

🔀 Brand. Platform. Agency.

🧠 Sharp instincts

🎬 Creator too

🔀 Brand. Platform. Agency. 🧠 Sharp instincts 🎬 Creator too

About

What I do.

My strongest skill is seeing what's not there. I once spent days reading competitor reviews and found an entire customer segment everyone else ignored. That insight became the positioning for a product launch that did $65K in its first week.

That's how I work. I find the opportunity others overlook, then build everything to capture it. The positioning. The copy. The creative. The campaign. Not just the strategy deck. The actual work.

Brand-side at Aprilskin, platform-side at Meta, agency-side at Madup. Every time: no playbook. Sharp instincts did the rest.

2021 - 2023

APR Corporation

K-beauty e-commerce, US market

Brand Manager

2023 - 2024

Meta

Facebook & Instagram ads platform

Client Solutions Manager

2025

Madup

Performance marketing agency

Account Manager

Work

The Work

Brand Marketing

Product launches, localization, building brands in new markets.

APR Corporation

US Website Localization

The US site was a carbon copy of the Korean version. No amount of ad spend would fix that trust gap. I pushed for a full overhaul nobody asked for.

The Challenge

The US site was built for Korean shoppers and nobody questioned it. The numbers told a different story: high bounce rates, low scroll depth, poor page value. I had to figure out what actually worked for American consumers.

What I Did

Benchmarked US competitors (Glossier, The Ordinary, Drunk Elephant)
Rewrote product pages for American shoppers: shorter copy, toggle layouts, reviews above fold
Directed photoshoots with diverse models to reflect US audience
Built article content section from scratch to increase time-on-site
Started with highest-traffic pages, proved results, then scaled across the full site

Results

-9%

Bounce rate

+44%

Page value

+75%

Scroll depth

See the full case study →

APR Corporation

Cleansing Balm US Launch

Hundreds of competitor reviews revealed a segment being ignored: acne-prone skin. Nobody was making a cleansing balm for them. So I did.

The Challenge

Launch a cleansing balm in the US where a huge segment with acne-prone skin actively avoided oil-based products, assuming they'd cause breakouts.

What I Did

Analyzed competitor reviews on Amazon and Sephora to find the gap
Positioned as "the cleansing balm for acne-prone skin" with Carrotene IPMP
Timed launch before Halloween (heavy costume makeup = cleansing use case)
Seeded to Halloween, drag queen, and extreme makeup influencers
Wrote all product page copy and coordinated design assets

Results

$65K

Launch week revenue

213%

ROAS

+45%

Above bestseller

See the full case study →

APR Corporation

Email Marketing System

No CRM existed for the US market. I built it from zero. Then proved a 3-day targeted promotion could match a full 7-day campaign.

The Challenge

APR had no email marketing for the US market. Generic templates, no segmentation, every promotion manually edited from scratch.

What I Did

Redesigned email templates to match brand visual identity
Built subscriber segments by purchase history: VVIP, VIP, and regular
Created automated post-purchase sequences timed to US shipping windows
Day 2: usage tips, product pairing, review request
Week 6: repurchase discount, complementary product recommendations
Proved 3-day targeted promotions matched 7-day campaign revenue at lower cost

Results

+70%

Email open rate

$17K

Additional CRM revenue

See the full case study →

Performance & Growth

Ad optimization, client acquisition, and scaling across markets.

Meta

Client Acquisition & Ad Solutions

One month in, my senior left for four weeks. I ran the full sales cycle solo: prospect, pitch, optimize, retain. 35 new brands in 2 months.

The Challenge

I joined Meta Korea as a Client Solutions Manager with minimal onboarding. One month in, my senior left for four weeks. I managed the full portfolio alone, running every stage of the sales cycle for the first time: cold outreach, account optimization, client retention.

What I Did

Co-hosted a prospect seminar with Qoo10, surveyed attendees, ran cold outreach, and onboarded 35 new brands in 2 months
Weekly account analysis across 12 D2C brands. Restructured underperforming campaigns: CPM down 15%, CVR up 40%
Real-time client troubleshooting via KakaoTalk. Ran a compliance seminar for 60 staff, ad disapprovals dropped 57%

Results

6.8x

Client growth QoQ

+59%

Ad spend on key account

-57%

Ad disapprovals

+40%

CVR from restructure

Madup

Olive Young SEA Performance Marketing

Three markets, three different audiences, one question: what actually works here? A/B tested creative and messaging per market. CTR up 30%, CVR up 44% — while spend scaled 59%.

The Challenge

Olive Young expanding into Southeast Asia needed performance marketing across Singapore, Philippines, and Malaysia. Each market had different consumer behaviors, price sensitivities, and content preferences. A one-size-fits-all campaign wouldn't work.

What I Did

Managed ad accounts across Meta and TikTok in Singapore, Philippines, and Malaysia
A/B tested visual tone (dark vs. pastel) and messaging (discount vs. product-focused)
Philippines: built a luxury targeting campaign for higher-income demographics
Malaysia: restructured catalog campaigns, significantly improving ROAS after creative and targeting overhaul

Results

+30%

CTR

+44%

CVR

-7.4%

CPC

+59%

Spend scaled

Content

I make the content, too.